Question: CASE STUDY: The AGRI Venture: An Integrated Marketing Communications Program. Chapter 18 introduced issues involved with measuring the effectiveness of advertising and promotions including: reasons

CASE STUDY: The AGRI Venture: An Integrated Marketing Communications Program. Chapter 18 introduced issues involved with measuring the effectiveness of advertising and promotions including: reasons for testing or not testing, timing of testing, and the selection of appropriate research methodologies. Explain why it is difficult to measure the overall effectiveness of the AGRI Venture IMC program. Explain why it is important to pretest. Give examples of what might make AGRI Venture ads or commercials that are pretested more successful. Describe some reasons why AGRI Venture managers should measure the effectiveness of their advertising programs and why they may not do so.

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